MKTG 471 Lecture Notes - Lecture 39: Shoplifting, Betty Crocker
19 May 2018
School
Department
Course
Professor
Marketing 471 Lecture 39
Marketers trying to protect their brands must also contend with brand
counterfeiting.
Branding Strategies
Individual Branding
Family Branding
Brand Extension
Individual Branding
A branding strategy in which each product is given a different name.
Family Branding
Branding all of a firm's products with the same name or part of a name.
Exp.- Dove, Axe, Ben & Jerry's
Brand Extension
When an organization uses one of its existing brands to brand a new product in a
different product category.
Co-Branding
Using two or more brands on one product.
find more resources at oneclass.com
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Document Summary
Marketers trying to protect their brands must also contend with brand counterfeiting. A branding strategy in which each product is given a different name. Branding all of a firm"s products with the same name or part of a name. When an organization uses one of its existing brands to brand a new product in a different product category. Using two or more brands on one product. Effective co-branding capitalizes on the trust and confidence customers have in the brands involved. Co-branding can help a company differentiate its products from those of competitors. An agreement whereby a company permits another organization to use its brand on other products for a licensing fee. Royalties range from 2% of wholesale revenues to 10% or higher. The licensee is responsible for all manufacturing, selling, and advertising. Packaging involves the development of a container and a graphic design for a product.
